Christmas trading season is starting early this year, with many Australians emerging from lockdown and making their way online and instore to buy gifts for family and friends.
Mirage Haven founder and creative director, Junie Lin, says she is looking forward to the holiday season despite Covid-19 occasionally rearing its ugly head.
“As pandemic-weary we are, we remain upbeat about the Christmas trading season, not just for us, but also for our stockists,” she says.
“We want to support our stockists the best we can by offering Express Post upgrades and offering no minimums this holiday season.”
To celebrate Christmas 2021 Mirage Haven is introducing new products including Christmas sacks, throws and cushions.
“This collection marks the third for our young brand. While Covid has presented us with unprecedented challenges, we are embracing our most ambitious launch yet, adding velvet Christmas sacks and velvet throws to our range, as well as a kids cushion collection.
“Pre-sales of our Christmas sacks have gone really well with our current stockists base and we are confident we can replicate the same success for our new range of cushions and throws that we are launching this November,” says Lin.
“One of our brand strengths is that our cushions can transpire across design genres, be it a Hamptons inspired store, a modern store or even a Boho vibed one. Gathering close to 1,000 wholesale stockists signing up with us was a very positive sign that our product is in demand in the Australian market.”
Mirage Haven was launched in 2020. Originally intended to be part of Lin’s retail business’ homewares collection, she quickly repositioned it as a standalone brand.
“Mirage Haven focuses on timeless designs over short-lived trends and emphasises the high quality and craftsmanship of its products. By rejecting passing trends, our products are more likely to be used for longer, a key characteristic of slow fashion. We also refrain from using plastic embellishments such as glitter or rhinestones, instead using more natural options such as hemp rope.
“We spent months finding the best factories around the world—the same ones that produce cushions for the biggest homewares brands in the US. It is very important to us that we have honest price points.”
While Mirage Haven was a dream to work with from the get-go, the pandemic did create some challenges for the brand.
“Unfortunately, the pandemic saw the cancellation of all interior design trade shows for almost two years. Many rely on traditional trade shows to touch and feel products before considering stocking them. We know we have a good product, but we just need to get the name out there a bit more,” explains Lin.
“We are, however, on track to secure a commercial space on the Gold Coast to set up our showroom in early to mid-2022, where designers and stockists can come in to touch and feel the quality of the products.
“Corporate gifting is also on the cards, several of our interior designers’ customer bases have already reserved our luxury throws for their clients this Christmas and we see that this could potentially be something we can develop more.”
